Update social guidelines

Add social guidelines for project twitter handles

Author: KimMcMahon

social-guidelines.md

@@ -1,12 +1,45 @@
-# CNCF Social Media Guidelines#
+# CNCF Social Media Guidelines
 
-## Objectives ##
+This document covers the social media guidelines for the use of the CNCF Twitter channel and the CNCF project Twitter channels.
+
+CNCF manages multiple project handles. These guidelines apply to all CNCF project channels, regardless of who manages.
+
+## CNCF Project Twitter handles
+### Objectives
+The objectives of project social media:
+* Share project news, roadmap updates, news releases
+* Report on performance and security updates
+* Educate on project updates
+* Share information on how-tos, demos, etc that are valuable to the community
+* Build awareness for the project 
+* Drive engagement and participate in the project
+
+
+### Strategy and Guidelines
+Keep messages positive and uplifting, consistent with the values and principles of CNCF
+Communicate big picture ideas vs “announcements” or news. News will be positioned less like an announcement and more around what it means.
+Share content across social media channels that benefit the ecosystem as a whole
+Share vendor-neutral, community-sourced posts that are informational, engaging, and ecosystem-focused
+Engage with the community through retweets and sharing of community content.
+Ecosystem content is vendor-neutral and project-impartial sourced from contributors, maintainers, ambassadors, news outlets, etc., including blog posts, news coverage, thought leadership bylines, technology demos, sketch notes, GitHub work, cloud native-specific Meetups, etc.
+CNCF is not able to share anything on our channels that promotes a vendor product or directs to a company website. 
+Social posts from member company handles and/or vendor channels cannot be shared.
+RTs are limited to news outlet handles, project handles + personal handles.
+Community content that abides by the channel guidelines + includes insight from/work with more than one CNCF project will be prioritized for sharing. 
+Activities that are hosted by and open to the public can be promoted, as they benefit the ecosystem as a whole. 
+
+### Images & Videos
+Images shared, unless specifically credited back to a community member, will meet the requirements of “free for commercial use” and “no attribution required.”
+
+
+## @cloudnativefdn Twitter handle
+### Objectives
 The objectives of CNCF social media:
 * Advance topics and conversations that are relevant to and beneficial for the cloud native community
 * Continue building positive affinity for CNCF projects among key influencers and throughout cloud native community
 * Drive engagement and participation in CNCF projects
 
-## Themes and Topics ##
+### Themes and Topics
 Informational, engaging, and ecosystem-focused content:
 * CNCF projects
 * CNCF end user community
@@ -18,16 +51,15 @@ Informational, engaging, and ecosystem-focused content:
 * Informational: Tutorials, editorials, news stories. Items that help connect the dots for our community
 * Thought leadership: insights, perspectives, learnings, and experiences 
 
-## Strategy ##
+### Strategy
 * Keep messages positive and uplifting, consistent with the [values and principles of CNCF](https://github.com/cncf/foundation/blob/master/charter.md)
 * Communicate big picture ideas vs “announcements” or news. News will be positioned less like an announcement and more around what it means.
 * Share content across social media channels that benefit the ecosystem as a whole
 * Maintain a balance of posting on CNCF activities/news and ecosystem-focused content 
 * Share vendor-neutral, community-sourced posts that are informational, engaging, and ecosystem-focused
 * Engage with the community through retweets and sharing of community content.
 
-## General Guidelines ##
-
+### General Guidelines
 For all CNCF social activity, we remain a neutral foundation. Examples of the type of content:
 * Owned content is CNCF news, blogs, case studies, survey data, etc.
 * Project content is anything sourced from [CNCF’s currently hosted projects](https://www.cncf.io/projects/), including project news, roadmap updates, new releases, performance/security updates, blogs, conferences slides/videos, etc.
@@ -38,15 +70,15 @@ For all CNCF social activity, we remain a neutral foundation. Examples of the ty
   * Community content that abides by the channel guidelines + includes insight from/work with more than one CNCF project will be prioritized for sharing. 
   * Activities that are hosted by and open to the public can be promoted, as they benefit the ecosystem as a whole. 
 
-## Images & Videos ##
+### Images & Videos
 Images shared, unless specifically credited back to a community member, will meet the requirements of “free for commercial use” and “no attribution required.”
 
-## Hashtags ##
+### Hashtags
 CNCF uses hashtags in our posts:
 * To measure the success of campaigns (for example, #KubeCon);
 * To expand our reach beyond our current followers and tap into larger, trending topics on Twitter (for example, #cloudnative)
 * To organize or categorize shares (for example, #Kubernetes).
 
-## To request content to be shared ##
+### To request content to be shared
 Share your tweet on the [#socialmedia](https://app.slack.com/client/T08PSQ7BQ/C12MRQ97A) channel on the CNCF Slack channel or email [email protected].